LibGuides: BUAD 293 Entrepreneurship: Consumer

Target Consumer

Who are you selling to?

How old are they?
Are they male or female?
How much do they earn?
What do they do for work and leisure?
What is their level of education?
What are their technological preferences?
What are their spending habits?

Individual income, family income, and expenditures are critical elements. Mobility, family structure, and dwellings can be important, and any unique features that may be required for your product such as health, specific activity, recreation, or travel.

Market Profile

What are the characteristics of your market?

Use these resources to search for demographic, socio-economic, and economic characteristics of your market.

Census 2021
Income by total income, sex and age
Using the Add/Remove data tab, alter geographic/age/sex variables
Statistics Canada Data Search
A simplified version of Statistic's Canada data products containing tables, regional profiles, maps, microdata, and visualizations. Users can search by keyword, and filter or browse by subject, geography, and survey or statistical program. Old CANSIM table numbers can be used to search as well.
Statistics Canada Geography search
Find all data tables and analysis by region or area
2016 Census Profiles

Consumer Spending

The Survey of Household Spending (SHS) from Statistics Canada collects detailed information about household spending in Canada.

TIP: Use the Add/Remove data tab to change data such as location, age, date, and household expenditure in the tables.

Survey of Household Spending
Link to all the data tables: Find out the average expenditure by household on things like childcare, food, taxes, gambling and much, much more.
More about this database...less...
CANSIM Tables 203-0021 to 203-0031 show current SHS results; look at the table titles to determine which one will provide the information you require.
Table 203-0021: Household spending, Canada, regions and provinces
Use the Add/Remove tab to select a province in step 1, and in step 3 select from a list of detailed expenditures.
Table 203-0025: Household spending, by size of area of residence
While you will not be able to find specific cities, you can limit your results to a certain size of 'populations centre' using the Add/Remove tab, so you can find out what the average household in a population centre of 30,000 to 99,999 spends on taxis, for example.
Table 203-0022: Household spending by household income quintile
Use the Add/Remove tab to find out how much Canadians in the lowest or highest income quintile spend on restaurant meals, for example.